Perception of Insufficient Milk:Bangladesh National Infant and Young Child Feeding (IYCF)

Alive & Thrive produced a set of six television spots with key messages on breastfeeding and complementary issues for the campaign. A round of concept testing helped pinpoint the emotional appeals that would grab people's attention and motivate them to adopt sound infant and young child feeding practices. The TV spots each tell a story featuring people who influence feeding practices such as mother-in-laws, fathers, and health care providers. They focus on six themes identified as gaps in current practices.

Addresses the misperception that feeding a child only breastmilk is not enough. One of a series of commercials produced as part of a national campaign for infant and young child feeding in Bangladesh.

This story is about exclusive breastfeeding. As the TV spot starts, we see that a father of a 3-month-old baby has brought powdered milk for his child as he thinks breastmilk isn't enough for the baby. The mother suggests exclusive breastfeeding while the grandmother explains to her confused son how to assess that the baby is getting sufficient milk supply. She assures him that the baby urinates 6 or more times a day, sleeps sufficiently and plays with energy. Then the doubtful father goes to the doctor who reassures him that the baby will get sufficient milk if the mother allows enough time for feeding. The father then realizes his fault.

The TV spot addresses the misperception that exclusive breastfeeding is not enough for the baby